The Empirical Research On China's Post-90s College Students' Conspicuous Consumption Motivation

Since the 90's of last century, China's economy maintained a high speed development, with compared 1978, China's annual GDP growth of close to 10% Society of our country economy to enter the era of mass consumption, the public purchasing power rise, people in the pursuit of material on highlights of conspicuous consumption mentality, many people are likely to show off. In recent years, a large number of data and the social phenomenon that: conspicuous consumption gradually presents the low age tendency, especially in groups of adolescents, college students also exist in a comparison of consumption, consumption and other phenomena.The essay focuses on the potential consumers made up of post-90s college students.in a rational view of conspicuous consumption motivation, mining potential market research objective, comprehensive domestic and foreign scholars study, combined with the research subject -- university students consumption preferences, habits of mind and character, the author will show off sexual consumption motivation element summary induction to reveal personality, concern, community identity, brand preference, the status symbol, face-saving, enjoy yourself, strengthening social interactions in 8 dimensions. Through interviews and surveys the combination, in the university students consumption groups in empirical analysis, to explore the conspicuous consumption motive structure, development of a new generation of Chinese consumers' conspicuous consumption motivation of multidimensional measurement scale. It researches the content by interviews and studies accompanied by tables. Meanwhile, the author hope to enrich the relevant theory of the phenomenon and have a good knowledge of the consuming attitude of the post-90.This research ideas are as follows: firstly, the existing literature, the conspicuous consumption in consumer preferences, personality characteristics, literature is briefly reviewed and commented, clarify the concept of conspicuous consumption, combined with the characteristics of university students groups, yet conspicuous consumption motivation factors; secondly, a conclusion drawn by reviewing documents and interview consumers on the consuming motivation, then form into a formal questionnaire and collect statistics thirdly, analyzes and processes the data, through empirical research that university students consumers' conspicuous consumption motivation factor structure and the corresponding measures. Finally, summarize the contribution and limitation of the essay and point out the future research direction. Collecting statistics through spot check and by using spss18.0, a conclusion has been drawn that the motivation of the Chinese post-90 college students'conspicuous consumption includes the following aspects: the motivation of self enjoyment, loose ring doctrine motivation, face-saving motivation, social motivation and the motivation of displaying characters. corresponding to the 20 component. The author hopes to advance the development of the consuming theory and meanwhile provide some reference value for the salesmen.